With all due respect to William Faulkner, maybe don’t “kill your darlings.”
We all have our phrases that mean something to us, but if we take a step back we realize they mean something completely different to our prospect.
Here’s the thing:
You’ve come up with a catchy, clever headline on your website
Who knows, maybe it even rhymes ¯\_(ツ)_/¯
Regardless, you love it
And that’s a good thing
But what if …
Rather than getting rid of it
Due to its catchy cleveriness
You only temporarily deleted it
And gave yourself 5 minutes to see it from the eyes of your prospect
See if this helps:
Cut your favorite headline
And paste it in an entirely different document
Don’t worry, it’s not going anywhere
And take 5 minutes to see if you can phrase it the way your prospect would.
If it’s the same
You’ll feel even more power behind it when you use it
But chances are you’ll come up with a more direct
Possibly more plainspoken way
That gets your prospect nodding in agreement
On a call.